Influencing Factors Of Cycling Tourism Consumption Intention Of College Students In Yulin, China

Abstract

The purpose of this study is to explore the influencing factors of consumption intention towards cycling tourism among college and university students in Yulin City, China, based on the Theory of Planned Behavior (TPB). A quantitative research method was adopted, using a structured questionnaire. Data were collected from 400 undergraduate students in Yulin via stratified random sampling, employing a hybrid online-offline approach. The survey instruments measured behavioral attitude, subjective norms, perceived behavioral control (the three core TPB constructs), and cycling tourism consumption intention using validated 5-point Likert scales. Demographic factors (gender, age and monthly income) were included as control variables. Data analysis involved descriptive statistics, independent-samples t-tests, one-way ANOVA, and multiple regression analyses using SPSS 26.0. The results revealed that two of the three TPB factors significantly affect consumption intention. Perceived behavioral control was the most significant predictor (β = 0.523, p < 0.001), followed by subjective norms (β = 0.363, p < 0.001). Contrary to theoretical expectations, behavioral attitude was not significantly related to consumption intention (β = -0.004, p = 0.941). Furthermore, no significant differences in consumption intention were found across gender, age, or income categories. This study bridges an empirical gap by applying the TPB to the niche context of cycling tourism among university students in a non-metropolitan Chinese city (Yulin). It challenges the universal predictive power of attitude in TPB within this specific setting and highlights the paramount importance of perceived feasibility and social influence. The findings offer novel insights for destination marketers and policymakers, suggesting a strategic shift from promoting generic benefits to reducing practical barriers and leveraging social networks. For local tourism enterprises and policymakers, the study recommends focusing on: 1) Enhancing perceived behavioral control through affordable rental packages, skill-training workshops, and improved infrastructure; 2) Leveraging subjective norms via social media campaigns and community events; 3) Shifting marketing messaging from "value advocacy" to "ease of access and social popularity"; 4) Adopting universal targeting strategies for the student population.